Kline: Investments pay off for beauty device brands in Asia
La Lumière with its illuMask brand of wearable LED light masks (pictured above). Available in two varieties — anti-acne and anti-aging — illuMask caters to the mass market.
PARSIPPANY, N.J. — High returns are rewarded to the majority of at-home beauty device firms that had the foresight to enter Asia, according to Kline’s just published Asia reports on China, Japan, and South Korea from Beauty Devices: Global Market Analysis and Opportunities.
Asia’s sales growth for the beauty devices market outpaces the United States and Europe, growing much higher than the industry average, increasing by over 29% in 2014, according to Kline, a worldwide consulting and research firm.
New product launches are plentiful throughout the region, helping to fuel overall sales growth. A large number of the newly launched devices in China target skin cleansing. For instance, Kingdom, a leading local brand, launched a heat-based cleansing device in spring 2014. In Japan, MTG launched its ReFa ACTIVE, while YA-MAN expanded its portfolio by launching new devices targeting hair removal and anti-aging. Philips introduced its first cleansing device for men called VisaPure Men in South Korea in 2014.
Local marketers expanded their distribution channels, with some going beyond traditional outlets by entering fitness facilities. Local player MTG diversified its distribution through entering television home shopping in South Korea. In China, many global marketers expanded their distribution into prestige outlets where sales grow at the highest rate among all channels, by almost 60% in 2014. In addition, local marketers are partnering with tmall.com or lotte.com, key online platforms in China and South Korea.
According to Kline, established skin care brands are launching devices to compete with electronic beauty gadgets and increase the efficiency of their existing skin care lines. AmorePacific introduces MakeON cleansing products in South Korea, and Dr. Ci:Labo launches the anti-aging device Sonic Lift Special in Japan. On the other end of the spectrum, beauty device brands begin launching topical skin care products to sell together with devices.
“Each market in Asia carries its own nuances,” Prashant Sharma, project manager for the report series at Kline, said. “In terms of sales of devices by skin care concern, the differences are dramatic, with anti-aging being a key concern in South Korea, cleansing in China, and hair removal in Japan. However, with the entrance of new global players to these markets and the introduction of a variety of new products, this landscape is changing. For example, the cleansing segment in South Korea nearly triples in size in 2014. The changes are remarkable and vary from one region to another.”
The local brands in Asia represent sustainable competition to multinationals. Many have been introducing enticing new products. For instance, in South Korea, local companies such as Eyesel Creative and Pobling are filling the void of the lower-end price segment to target younger consumers, such as students. This resonates well with the U.S. introduction of the first lower-priced product by La Lumiere, illuMask introduced in 2014.
ECRM product winner SoapBox Soaps outlines heart of company’s mission
ATLANTA — SoapBox Soaps, an Alexandria, Va.-based provider of natural soaps, was the winner of the Drug Store News Best New Product award for its Intense Hydration Body Lotion at ECRM’s 2015 Skin, Bath, Cosmetics & Fragrances event.
SoapBox Soaps, run by CEO and co-founder David Simnick and president and COO Daniel Doll, is a “soap company with a mission.” For every soap product purchased, it provides clean water and sanitation initiatives all over the world and here in the United States. The company gives one bar of soap for every bar sold; one month of clean water for every liquid hand soap sold; and one year of vitamins for every body-wash sold.
But its products stand on their own, as evidenced by their selection for top honors at the event. In addition to its body lotion, SoapBox also offers soap bars made with shea butter and sea salt, liquid hand soaps, and body washes — both made with shea butter, aloe and jojoba oil.
Topganic, Unilever honored for new hair and ethnic products at ECRM event
ATLANTA — Topganic, a New York-based provider of natural hair care products, was the winner of this year’s Drug Store News Best New Product award for its Brazil Nut Oil Intensive Hair Mask with Keratin.
The award was presented during ECRM’s 2015 Hair & Ethnic event, held June 16 to 18 in Atlanta, and was specifically for products in those categories. Unilever took the finalist slot for its Just for Me prewash softening detangler.
The two products were selected from among eight entries, which were displayed in the ECRM hospitality area throughout the event. Buyers cast their votes based on product innovation and packaging.
Topganic’s hair care line combines natural oils, extracts and minerals from the Dead Sea to provide a natural approach to protect and nourish hair. Its shampoos, conditioners, masks and other products work to prevent further damage from chemicals, heat styling and pollution, according to the company. Accepting the award for Topganic was Elizabeth DeMaria, EVP.
Unilever’s Just For Me! hair care products are specifically formulated for the needs of children aged 5 to 14 years old. They were developed to clean and moisturize hair, reduce breakages and ease tangles. Frank Carlesimo, consumer brand planning manager – hair care category, accepted the Finalist award for Unilever.
“We congratulate Topganic and Unilever on their well-deserved awards at this year’s event,” stated Lisa Carrillo, SVP of HBC for ECRM. “We’re proud to work with Drug Store News to showcase these companies’ achievements.”